Offering member-specific benefits through customized journeys across several platforms can improve engagement tactics by providing content, products, and services most relevant to specific member segments. Let’s take a look at different ways you can do this.
Organize your website to provide member-specific content
Using single-sign on functionality on your website enables your organization to provide targeted content and benefits to members based on their membership type and interests. For example, if your organization has many chapters around the country, you may want to only show programs, promotions, and events available in those regions. Additionally, if your membership is primarily segmented by membership type, using a single-sign on allows you to automatically make certain benefits or discounts available, providing a customized experience for each member.
Taking another approach, including designated member zones on your website can make it easy for members to find the content, events, products, and services relevant to them, which might be especially useful for trade associations or other organizations whose constituents are organizations rather than individuals.
Create member profiles and badges
Providing members with a profile gives them a homebase whenever they log on. Profiles can allow individuals to monitor their activity, gamify their experience, and build an online community. With profile badging, members will have a visual way to track their involvement with their organization, creating a design structure that acknowledges member’s achievements and promotes engagement. Keeping a visual consistency with these badges can support other initiatives on social media, newsletters, or other channels of communication.
Leverage social media channels based upon member preferences
Social media is perhaps one of the easiest and cheapest ways to extend outreach. But that doesn’t mean that every platform will help drive member engagement, since members might have preferences for certain platforms. Also, certain types of content might be better suited for different platforms so it’s important to consider how each platform can be used for different forms of communication and content. There’s no single strategy for using social media, so it’s important to experiment, see what works, and develop a strategy based upon your successes.
If your membership can be particularly segmented by geographic location, professional specialization, or other factors, you might consider creating individual accounts for each differentiator in addition to a general account. Again, this micro-segmentation should only be done if members’ social media preferences warrant it.
Send regular email newsletters based on members’ interests
Delivering engaging, relevant content is one surefire way to increase open rates. When you’re developing your editorial calendar, consider all of your members segments and write content that appeals to each. Of course, there will be cross-over, but the more targeted your content, the better the engagement will be. For example, for an alumni association, newsletter content might be divided by recent graduates or experienced professionals.
It’s also a good idea to ask members how often they want to receive news from your organization. This demonstrates that your organization is taking their preferences into account. In addition to providing more value to members, focusing more relevant and targeted content will also increase engagement.
How to start segmenting content and communications
Segmentation is a proven strategy for increasing member engagement, but remember, each member is unique and may not match assumptions made based on age or generation. So, when considering how to segment communications, it’s important not to exclude groups based off of assumptions, but rather tailor content to the platform on which a member segment has a presence and allow each individual to specify their preferences.
Find out what’s important to your members and take their feedback into consideration as you’re developing content. Many organizations send out surveys. This can be done annually or more frequently. Ask members what communications they want from you – and watch your engagement numbers rise.
Check out our guide for a deeper dive into how different members prefer to engage.